Alyssa Wasko Stein

"Alyssa Wasko Stein is the Founder and Designer of DONNI. - the LA made clothing brand - and writer of the Substack “rly gr8.” A lover of mornings and vintage treasure hunts, her true coven is her family, anchored by her grandmother, nana, mom, and daughters..."

Let’s start with your story and how you’ve got yourself to this point. Give us some background about your business, what it does, what sparked it and what continues to fuel it? I’ve been doing this since 2009, and it has taken on many iterations since. As we know it now, Donni. is a clothing brand based in and made locally in Los Angeles. Sparked from craving a coping mechanism, dressing people for real life and making women feel good is what keeps me going.

Can you share some of the big things you’ve learnt since you started out? A closed door or disappointment is always the opposite of that.

What have been your big successes or your moments that have felt huge? It’s the everyday moments that catch me off guard. Driving to work this morning I saw a mom crossing the street holding her daughter's hand wearing DONNI.

What has surprised you about running your own business? Everything and nothing at the same time.

Anything you would have done differently? Trusted my gut more. Let less outside noise in and stayed the course.

Is there anything about your industry that you’d like to fundamentally change? Or anything that you think isn’t given enough attention? The fashion calendar. When collections ship it does not align with seasonality. It doesn't serve anyone involved - Not the brand and not the customer. It's an outdated system that the industry has been slow to rethink.

Give us an idea about what’s coming up for you in the next year. What are you excited about? We are working on some new categories, kiddos, along with in person shopping experiences.

And tell me about the people who form your Coven. Whether they’re mentors, colleagues, peers within your industry or other founders who you’ve met while building your own brand. Who are the handful of women who helped you? What is the impact they have had on your success and growth? And importantly what are they doing that we should know about? My true coven has always been my family. My grandma, my nana, my mom, my aunt and now my daughters. They are my why. The way they carry themselves, the way they dress, the pieces they have passed down to me, the photographs and the knickknacks.

I have a vintage gold photo case that says, 'I count my blessings' on the outside that was my nana's, with the inside reading ‘these precious photos are my valued treasures, if lost please return to, followed by her address.’ It sits on my desk and I look at it every day. Or a beaded necklace my daughter made me at school, all of it lives in DONNI, in ways I cannot always articulate but feel in every collection.

”Jewellery is also my lifeblood... My favourite and most cherished pieces are all vintage, handed down from my grandma and mom.”

They inspire my way of being, my motivation, and this brand. Everything I make is in some way from them and for them.

Lastly obviously because at LD, jewellery is our lifeblood, talk us through yours, both the old and the new. Jewellery is also my lifeblood. My mom is a certified gemmologist and went to GIA. I grew up sourcing, going to shows, and hanging in her studio. My favourite and most cherished pieces are all vintage, handed down from my grandma and mom. 

And for the new, what have you bought or been given more recently? The Lucy Delius Siren necklace. I didn't take it off for 3 months straight, it feels like a body part at this point.

Five of the best. Give us some of your recommendations. What are your favourites?
Podcast: How I Built this forever. I love Guys voice.
Book: Let My People Go Surfing by Yvon Chouinard
Beauty product: Living Libations Sandalwood Serum.
London restaurant: Haven't been in years so wherever Lucy tells me.
Holiday destination: Any beach or Paris. Always Paris.